Introducing Keys Deep, the local apparel brand that embodies the vibrant spirit of the Florida Keys lifestyle. Recently acquired by Carlos Lorenzo, a three-time stage 4 cancer survivor and resident of the Keys, this brand is more than just clothing—it's a testament to resilience, passion, and the power of community.
Carlos' journey with the Florida Keys began in 2013, during his initial battle with Appendiceal Cancer. Seeking solace and inspiration, he and his family would escape to the Keys, indulging in fresh fish, gazing at the boats, and immersing themselves in the captivating ocean views. The beauty and tranquility of the Keys left an indelible mark on Carlos' heart.
In 2014, as Carlos emerged victorious from his first battle with cancer, the family made a life-changing decision. They purchased a condo in Key Largo and custom-ordered a bay boat, solidifying their commitment to the Keys. Carlos, waking up to the breathtaking surroundings of Key Largo, expressed his desire to live there permanently, even though his family initially thought he had lost his mind.
For seven years, the Lorenzo family made Key Largo their second home, cherishing every moment spent in this paradise. Then, in 2020, when the world was locked down due to the covid pandemic, the Keys once again provided solace and escape for the family. It was during this time that Carlos, a Realtor in Miami since 1996, had a vision—a vision where he could sell real estate in the Keys while his son Jonathan, a yacht broker with Marazul Marine and fishing captain, could connect clients with boats and memorable fishing experiences.
With unwavering determination, Carlos dialed American Caribbean Real Estate, and the rest, as they say, is history. The match between Carlos and the real estate agency was perfect, and they made the full commitment to their new life in Key Largo. Carlos' extensive network, tireless work ethic, charisma, and deep passion for the Florida Keys led to remarkable success, with over $19 million in sales in 2022 alone. Amanda, their 22 year old daughter, quickly found a job at Cafe Moka, forging new friendships along the way. She also utilized her passion for children's mental health as a substitute at PKS & KLS, making a positive impact in the community.
However, Carlos' impact extended far beyond business achievements. He wholeheartedly embraced the local community, serving on the Florida Keys Board of Directors, becoming a Rotarian, and actively supporting various local foundations. Despite his petite frame, Carlos is a major foodie, exploring the culinary delights of the Keys from Key West to Key Largo on a daily basis.
In 2022, cancer reared its head once more, subjecting Carlos to five rounds of grueling chemotherapy. Yet, this setback only fueled his determination to prove that anything is possible with the right mindset. Carlos yearned for something that would deepen his roots in the Florida Keys, and that's when he met Scott and Barbara at a farmers market.
An instant connection formed between Carlos and Scott, who had created Keys Deep, a brand that perfectly aligned with the Keys lifestyle. The shirt design and artwork from a local fishing captain, Sam Milazzo took his breath away. Carlos purchased a few performance shirts and immediately became a fan. The outstanding quality, Made in the USA label, and the inclusion of a Bible verse inside the collar made Keys Deep a standout choice for the family. They became avid supporters, buying Keys Deep apparel whenever they spotted it at local events.
Then, like a twist of fate, Carlos had a vision once again. Two days before he discovered that Keys Deep was up for sale, he woke up and proposed the idea of acquiring the brand to his family. It was an immediate sign that this was meant to be. Without hesitation, they sealed the deal, bringing Keys Deep under their wing.
Now, Keys Deep is reaching out to schools, captains, non-profit foundations, and more to collaborate on their apparel. They offer a captain's program, custom orders, and have an array of new designs on the horizon. By registering online, you can stay updated on their latest offerings and be part of their journey.
The vision for Keys Deep is nothing short of grand—to become the official brand of the Florida Keys. Carlos, Belkis, Jonathan, and Amanda envision their apparel adorning the shelves of every store from Key Largo to Key West and beyond, celebrating the unique lifestyle that the Florida Keys embodies.
Join Keys Deep in embracing the Florida Keys lifestyle. Wear their apparel with pride, and let it be a symbol of your connection to this vibrant, resilient community. Together, let's make Keys Deep the heart and soul of the Florida Keys.